Basic Marketing Research 8th Edition by Tom Brown,Tracy Suter,Gilbert Churchill

Exercise 5

Which method of gathering data would you use in each of the following situations Justify your choice.
a. Administration of a questionnaire to determine the number of people who listened to the "100 Top Country Tunes in 2012," a program that aired on December 31, 2012.
b. Administration of a questionnaire to determine the number of households halting a mentally ill individual in the household and the history of mental illness in the family.
c. Administration of a questionnaire by a national manufacturer of microwave ovens in order to test people's attitudes toward a new model.
d. Administration of a questionnaire by a local dry cleaner who wants to determine customers' satisfaction with a recent discount promotion.
e. Administration of a questionnaire by the management of a small local hotel that wants to assess customers' opinions of its service.